He loves how their interactivity and ubiquity means more chances for marketers to get personal and emotional with a consumer.

"Sisomo" is an acronym for sight, sound, and motion, and Roberts takes us from Times Square's pixel-blasted screen to the prosaic aisles of Wal-Mart, whose own TV network, he says, reaches 130 million viewers every three weeks. "Imagine the possibilities," he exudes, hustling us from websites to Third World villages to the inner workings of games like Grand Theft Auto III, whose tutorial is proffered as proof the written word is still alive....on screens. "[It's] 53,000 words long!" he writes of the tutorial, "That's the length of a decent-sized book."

Roberts believes that screens can "raise expectations, build new confidence, educate and inform, provoke and entertain.

"Sisomo is high-impact emotional content on screen," he adds. "No screen, no Sisomo." And that's a picture-perfect landmark for PR pros who may be lost in the digital wilderness.